Social Media RecommendationsDave Valentine

Dot Hutson

October 24, 2012

Agenda

• MECU: Who We Are• Current Social Media at MECU• MECU’s Strategic Goals for SM• SM Tools to Implement• LinkedIn Expansion• Using Facebook• YouTube Implementation• Implementation• Measuring Success• Next Steps

MECU: Who We Are

• Started in 1939 as a financial cooperative– Employees of Motorola– Family members of employees

• Currently 6th largest credit union – $900M in assets– 39,000 members

• Eligibility has expanded to include employees, retirees, and contractors:– Motorola Solutions– Motorola Mobility– Continental and Nokia Siemens Networks

Subsidiaries

Current Social Media at MECU

• Initial wait and see attitude

• Entered in July 2012 with LinkedIn– Limited to current employees– Advertising has not proven successful

• Now is the time to move forward– Banks have led the way– Competing credit unions have a presence– Way to ‘humanize’ the company

MECU’s Strategic Goals for Social Media

• Increase member advocacy– Provide avenue for members to express

satisfaction

• Engage current members– Allow for current members to encourage family

members to join

• Attract non-members– Spread the word of benefits to prospects

Social Media Tools to Implement

• Expand LinkedIn presence

• Facebook

• YouTube

LinkedIn Expansion

• Overview section– Provide updates and company news– Advertise new promotions

• Products tab– Separate tab for each product– Links included to MECU website– Non-biased rate tracker provided

LinkedIn Expansion Cont.

•Establish credit union group– Invite current members to join group– Cross reference group to Facebook page– Share webinars/videos with the group; provide

links to You Tube – Share announcements with group of special

promotions

Using Facebook

• Informal way to reach members and prospects– Humanize our credit union– Allow for member advocacy

• Provide financial educational articles– Reuse materials from MECU website

• Provide YouTube links• Link to MECU website• Post questions to prompt discussion

– Raise awareness of available tools

YouTube Implementation

• Create how to videos– Apply for a loan– Use online banking– Take a picture of a check

• Reuse webinars created• Post videos on YouTube• Provide links from LinkedIn and Facebook

Implementation Timeline

First 45 Days Second 45 Days

Post initial YouTube videos

Enhance LinkedIn

Communicate to employees & develop SM HUB page

Build social medial planForm cross-functional

team

Review current Marketing plans

Gain agreement on SM approach

• First 45 Days will be planning events aligning team members and plans with existing Marketing goals

• Second 45 Days will be staggered implementation of Social Media tools

Establish Facebook page

Begin Social Media Monitoring

Make adjustments and establish business as usual

Implementation Details

• Employee training– Include links within email signature– Ask employees to become part of LinkedIn

group– Encourage employees to “Like us” on Facebook

• Provide Social Media Policy– Provide guidance on acceptable postings– Keep brief to ensure acceptance

• Communication Plan– Keep employees apprised of each social media

step– Use intranet to share/gather employee feedback

Implementation Team

• Recommend Marketing Team own implementation

• Coordinate Social Media updates with:– Planned promotions– Campaigns – Website updates

• Assemble a cross-functional team for input from subject matter experts

Measuring Success

• Monitor the size of the LinkedIn group week over week– Look for steady growth

• Measure number of Likes on Facebook– Expect to attract at most 10% of members– Presence is more about expectation than strong

marketing tool

• Measure amount of employee engagement through intranet channel– Count number of visits following email

distribution of announcements– Respond to feedback; fostering more input

Next Steps

• Gain agreement on approach

• Staff Digital Marketing Specialist

• Plan to enhance skills of existing Marketing

personnel as needed

• Begin 45 day preparation activities